Babies'R'Us, conceive a new partnership

WAYNE, N.J. — Babies"R"Us has partnered with to provide expectant moms access to their combined content and retail resources. As part of this collaboration, the Babies"R"Us Registry is now available on Additionally, the retailer plans to feature content from through various Babies"R"Us channels. 

Beginning immediately, expectant parents are able to create their Babies"R"Us Registry directly from when visiting the site for advice throughout their pregnancy.  This is the first time the Babies"R"Us Registry will be available through an external channel beyond and Babies"R"Us stores. will also feature Babies"R"Us user reviews and suggested must-have products to provide moms- and dads-to-be with the inspiration and confidence they need when creating a baby registry. T

"Babies"R"Us and What to Expect are among the first places a mom turns to when she finds out she is pregnant, and we are pleased to offer moms-to-be the convenience of our combined resources in one location," said Peter Reiner, SVP marketing, Toys"R"Us, U.S. "We believe this partnership will enable us to broaden the reach of our Babies"R"Us Registry even further, and provide our customers even more comprehensive content about the journey of pregnancy and parenting from a trusted source."

Additionally, the Resource Center on will begin featuring expert editorial content from, including articles, videos and tips from Heidi Murkoff, the creator of the What to Expect When You're Expecting pregnancy and parenting brand. Topics will focus on both pre- and post-natal advice, including crib-training techniques, tips for bathing a newborn and diaper bag necessities, among other subjects. Babies"R"Us will use this content across its other channels, including on its social media sites and in its stores.

"What do expectant and new parents need – besides more sleep? They need information, support, reassurance, and realistic, practical preparation for the adventure that lies ahead. They also need a whole lot of baby products," said Heidi Murkoff.  "That's why our partnership with Babies"R"Us makes so much sense – between the What to Expect books, the What to Expect website and apps, and the most widely used baby registry, we'll be an easy-to-access, one-stop source for busy, sometimes overwhelmed moms and dads."   

The two brands will support the partnership with a comprehensive cross-promotional program, inclusive of digital advertising, social media and signage within Babies"R"Us stores nationwide.


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